Creator's Block

We've talked about the importance of style in your content before - on this very podcast, on our blog and in one of our webinars from last year. But this week, I came to the proverbial podcast mic with something specific on my mind: the importance of tone in your content. You see, early last week, I was having a discussion with an account manager about a case study. We had received some feedback from a client regarding the potential inclusion of an element that, in my mind, would have dimished the power of the final product.  Why? Unlike a blog post, an eBook or a webinar, case studies are supposed to be results-focused, because readers don't want to be burdened by mounds of editorializing and exposition. In fact, the more fluff you try to put into a case study - no matter how noble your intent - the more you may undermine or water down the actual point of your success story. This is just one example of how tone and message choices matter, when you're creating content for your business. So, that's what we'